Segmento

Since August 2013, the company has been operating using RuTarget RTB technology. By segmenting the target audience, the company conducts banner advertising campaigns for agencies and direct customers. Segmento offers a separate solution for increasing customer conversion to online stores.

Ad Management Platform

One of the key advantages of Segmento for August 2013 is its own automated media advertising management platform, which provides the most accurate targeting to attract the target audience. The technology was created by the St. Petersburg developers RuTarget, specializing in the development of RTB solutions.

Segmento implements complex media placement strategies that allow you to access the exact segments of the audience on the Internet. In the platform, targeting is possible based on data on the behavior of visitors on sites, sustainable interests, the history of search queries of each user, socio-demographic characteristics, the context of the pages visited and many others. Segmento allows you to deliver personalized advertising appeals to those who have visited the advertiser's website at least once.

Company structure

Segmento is a team of professionals who have been working in the Internet marketing market for many years. Partners from RuTarget, which includes leading programmers and technical directors from companies, and a well-known LG Yandex international development company, are responsible for the technologies. software JetBrains Earlier, RuTarget participants created successful trading technologies for financial markets.

are evangelists of advertising of a new generation - an order of magnitude more effective and accurate. RuTarget technologies allow the advertiser to meet with his client, and the user receives not annoying advertising, but important and useful information for him, - comments Roman Nester, co-founder of Segmento. - We intend to develop the market and technology without stopping halfway. Someone decides to leave the media advertising market as one of our competitors Tinkoff Digital, we learned from their mistakes and came for a long time and in earnest. "

History

Since 2006, the founders of Segmento have worked with algorithmic and artistic intelligence in various fields, including creating predictor robots for trading in financial markets.

2023

MTS bought Segmento

On April 6, 2023, MTS announced the purchase of the Segmento advertising platform from the Sistema AFK venture capital fund. As a result of the deal, MTS will strengthen its own advertising circuit and strengthen its position in the AdTech market, the press service of the Russian telecommunications operator reports. Financial and other parameters of the agreement are not disclosed.

MTS believes that the deal will help the company strengthen its own advertising vertical, increase its share in the Russian advertising market, and also build effective work with customers using the full-service model. As a result of the deal, Stream and Segmento will be able to combine technological expertise, jointly develop dynamic retargeting tools, and increase revenue through complementary technologies from both companies: DSP and DMP platforms, their own SSP and advertising inventory. For Segmento customers, all current processes will remain unchanged, MTS emphasized.

We combine the technologies, databases, data and teams of the two companies to make our products more efficient, and the client service - even better, - comments MTS Advertising Technology Director Elena Melnikova. - Segmento has traditionally been famous for its customer orientation, and our task today is to make sure that platform users do not feel the transition to the MTS circuit, and also do not lose advertising launches in quality and efficiency. We expect that in the near future customers - both ours and Segmento - will have access to a modern portfolio of AdTech products and an expanded inventory using Buzzoola SSP. This will allow large advertisers and agencies to increase the effectiveness of their campaigns, track the path of the client, increase conversion and increase the transparency of indicators of the quality of advertising launches.

Transition to 100% ownership of the venture capital fund AFK Sistema

The venture capital fund AFK Sistema became the sole owner of the Segmento advertising IT platform. This became known in early February 2023.

Venture fund AFK Sistema became the sole owner of the advertising IT platform Segmento

According to TASS, citing data from the Unified State Register of Legal Entities (USRUL), SVK Fund 1, through the venture capital fund System Venture Capital, owned by AFK Sistema Corporation, has increased its stake in Segmento LLC to 100%. Earlier, 50% of Segmento was retained by Modern Real Estate Funds LLC, which until 2022 belonged to the structure of Sberbank. The Unified State Register of Legal Entities states that the transaction was made on February 1, 2023. Prior to this transaction, the venture capital fund AFK Sistema owned 50% of Segmento LLC.

Segmento is a Russian platform targeting advertising based on offline and online data. In particular, the company offers targeted advertising to attract traffic to product cards in online stores with deep analytics of traffic and business results of customers. The company's first strategic partner in this direction was the leading Russian marketplace Ozon. The company plans to increase the monetization of cooperation with leading Russian marketplaces and leading retail chains.

Segmento's projects have won two Cannes Lions, the Effie, Silver Mercury awards for effective programmatic buying and Big data, the company's website says.^[1]

2019: Agreement with the "OFD Platform" on the development of targeted advertising using fiscal data

The Segmento advertising platform and the IT company, the fiscal data operator Platform OFD, have agreed to develop targeted advertising using aggregated impersonal cash check data. This was reported on October 21, 2019 in Segmento. Read more here.

2015: Sberbank acquired a controlling stake in Rutarget LLC

In March 2015, it became known that Sberbank acquired a controlling stake in the Segmento advertising platform (Rutarget LLC). It was reported that Sberbank and Segmento plan to make a breakthrough in the advertising market and Big Data together. It is stated that the company will offer an advertising product that has no analogues not only in the Russian, but also in the international market.

As of March 2015, Segmento processes a huge amount of data on user actions on the Internet. Using algorithms based on artificial intelligence, the platform predicts user behavior and ultra-accurately targets banner, video and mobile ads. Segmento services are used by international brands (Intel, Hyundai, S7 Airlines, PayPal), advertising agencies and online retailers.

It was reported that the team of founders in the unchanged composition: Evgeny Light, Roman Nester, Kirill Safonov will continue to engage in strategic development, client service and product. Maxim Yanukovych as general director will be replaced by Igor Hmel (managing director of the digital business development directorate of Sberbank).

Evgeny Light, founder of Segmento: "From the very beginning we realized that we need to develop our own technology. Complete control of the platform allows you to offer unique campaigns for the most demanding customers. But in such a difficult market as advertising, just good work is not enough, you need to constantly grow over yourself. Partnership with Sberbank will take the company to a completely new level. "

Roman Nester, co-founder of Segmento: "Sberbank's resources and Segmento technologies will be able to give our customers truly unique advertising products that were previously unavailable in targeted media advertising. We are especially pleased to understand that even in the USA and Europe there are units of transactions of this level, and what we managed to achieve really moves the entire Russian advertising market forward. "

2014: Patent Applications

In 2014, two patent applications were filed to predict the purchasing behavior of users online.

2013

As of August 2013, Segmento's clients include Video International, RealWeb, Artics Internet Solutions, as well as direct customers - Tikkurila, Tricolor, Technosila, Petshop.ru, 220 volts online stores and many others.

2011: Start of advertising platform development

In 2011, work began on its own advertising platform. Over the next few years, the company attracted two rounds of investment (angelic and Round A) from private investors.

Notes